turning a profit with your news site
TRANSCRIPT
![Page 1: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/1.jpg)
Turning a Profitwith your news site
MelTaylorMedia.com
Twitter: @[email protected]
267-625-5313
Fort Worth, Texas March 10, 2011
![Page 2: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/2.jpg)
How we help Newspaper
refresh
blow up
overhaul & rebuild
outdated web business models
Mel Taylor Media
![Page 3: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/3.jpg)
Mel Taylor Background
![Page 4: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/4.jpg)
o Life blood of local journalism
o Why are we stuck ?
o Patch business model
o Other models……successful
o Cherry pick solutions that work
Agenda
![Page 5: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/5.jpg)
Are YouVulnerable?
![Page 6: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/6.jpg)
AggregatorAggregatee
![Page 7: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/7.jpg)
DUMB ?News from
PATCH
Aggregation: Good
But...
Use Carefully
![Page 8: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/8.jpg)
USE EVERY TOOL To Grow • audience share• revenue share
![Page 9: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/9.jpg)
USP Unique Selling
Proposition
Newspaper TOOLS
• Legacy
• Feet on street
• Local content creation
• Client relationships
• Brand familiarity
• Print / Traditional distribution
![Page 10: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/10.jpg)
Newspaper TOOLS
• Video
• Social & Mobile
• Integrated / cross platform
• Large newsrooms
• Aggregation, Blog networks
![Page 11: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/11.jpg)
Content
Aggregation
RSS
Curation
Blog Posts
WebsiteSeed
SyndicatePrint
Digital First
![Page 12: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/12.jpg)
Steps for Success
• Understand Competition
• Know USP
• Leverage Digital for Share
![Page 13: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/13.jpg)
Online Journalism/Content looking for
Revenue Models
Proven Revenue Models that support
Online Journalism/Content
FAIL
SMART
![Page 14: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/14.jpg)
Revenue Friendly PLATFORMSoft Content & Services
Sustainable Journalism - Platforms & Systems3/14/2011 MelTaylorMedia.com
Ecommerce
Sponsored Features Advertorial
Offline Revenue, Events Digital Marketing Services
Web 101 Workshops
Ad & Content Networks Syndication
Journalism Support SystemSoft Content & Services Subsidize Hard Content
(Just like in Newspapers)
Hard News Watch Dog Community
Video, Social, Mobile Directory, Classifieds
Limited, Direct Advertiser Support
![Page 15: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/15.jpg)
Life Blood of NewspaperLocal Advertiser Dollars
![Page 16: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/16.jpg)
TRADITIONAL• Other Papers
• Community News
• Specialty News
• Magazines
• TV
• Radio
• Cable
• Outdoor
• Yellow Pages
NON-TRADITIONAL• Google
• Groupon• Facebook
• Digital agency• Pandora & digital radio
• Geo-Target national sites• Self-publishing
• Hyper-local sites/blogs• You-Tube
• Yelp & review sites• Free directories
• Craigslist, Angie’s list• Service Magic
• Monster, Cars, Realtor.com
Local Biz Bombarded
![Page 17: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/17.jpg)
what should we do
?
Mobile
Video
Apps
Coupons
Blogs
![Page 18: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/18.jpg)
![Page 19: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/19.jpg)
RUN ONLINE LIKE PRINT
SAME RULES
![Page 20: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/20.jpg)
1. profit
2. operations
3. editorial
in this order
Run Web like NewspaperThink like Publisher / Owner
![Page 21: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/21.jpg)
• New revenue development
• Operational efficiencies
• Bottom line & profit margin
![Page 22: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/22.jpg)
Reduce Costs• Open source• Outsource• Partner• Aggregate• Automate
![Page 23: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/23.jpg)
Costs
![Page 24: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/24.jpg)
![Page 25: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/25.jpg)
RUN WEBLIKE
1. Compensation
2. Management
3. Simplify inventory
4. Apply pressure
5. Raise Rate
![Page 26: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/26.jpg)
Online deals = small
Print sales = big
• Online is small %, but fastest growing
• Advertisers moving larger % to web
• Outsiders talking to clients. They’re buying
Skepticism
![Page 27: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/27.jpg)
Cannibalize Print ?
![Page 28: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/28.jpg)
solving fear of cannibalization
if we don’t
offer digital…
someone else will
![Page 29: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/29.jpg)
SIMPLE First Steps
• Who’s in charge?
• Ask client about ad spend
• Compensation adjustment
• Pitch current print clients
• Simplify ads & packages
![Page 30: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/30.jpg)
Who Runs Site
• make it impressive • drive page-views • win awards • sell more print
Financially motivated or….
?
![Page 31: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/31.jpg)
Editorial vs. Sales
Internal Conflict
![Page 32: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/32.jpg)
Overhaul Comp
• Revenue per rep & manager
• New business per rep (per month)
• Grow % of current clients using web
• High commission rate: new clients
• Lower commission rate: transactional
• Bonus & PENALTY
![Page 33: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/33.jpg)
Reps Operating Blind
Fully aware of how clientsare spending budgets?
![Page 34: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/34.jpg)
Ask Client about Ad Spend
Their answers will surprise you
![Page 35: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/35.jpg)
![Page 36: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/36.jpg)
Bigger Not Always Better
![Page 37: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/37.jpg)
![Page 38: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/38.jpg)
News Hole
![Page 39: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/39.jpg)
Online
Ad hole
LOGOsections
promo
![Page 40: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/40.jpg)
![Page 41: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/41.jpg)
LOSE PRICING POWER
Un-limited Supply+
Commodity Unit+
Limited Demand
![Page 42: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/42.jpg)
How To Win
What can Newspaper do…
that others can’t ?
USPUnique Selling Proposition
![Page 43: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/43.jpg)
USP• Superior local reach
• Feet on street
• Trust & Brand familiarity
• Client relationships
• Local content creation & curation
![Page 44: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/44.jpg)
How Newspaper Wins
Combine Newspaper USPwith
New Digital Tools
![Page 45: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/45.jpg)
Do advertisers care more about news…or selling their merchandise ?
2009
Critical Question
![Page 46: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/46.jpg)
NEW LOCAL Competitors
![Page 47: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/47.jpg)
What in Common?
![Page 48: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/48.jpg)
Local Ad Dollars
![Page 49: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/49.jpg)
View slide deck here:
http://www.businessinsider.com/the-aol-way
![Page 50: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/50.jpg)
![Page 51: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/51.jpg)
![Page 52: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/52.jpg)
![Page 53: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/53.jpg)
Patch: Priority Plan
• Local news source
• Trusted community partner
• Newspaper replacement
• Create excellent journalism
![Page 54: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/54.jpg)
AOL’ s
hyper-local play
for local ad dollars
via journalism
![Page 55: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/55.jpg)
Over 800 Sites…so far555 in Q4 2010
• 18 states
• Over 100 in California
• 73 in Massachusetts
• 40 in Georgia
• 30 in Philadelphia
• 3m uniques; Dec 2010
Launched in February 2009
![Page 56: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/56.jpg)
PhiladelphiaRegion
Today: 30 Summer 2011: 60
Bucks County
Delaware County
Lehigh County
Chester County
Main Line
Communities Avg size: 50-70k
South Jersey
PATCH Philly Regional Publisher:Former Publisher @ Journal Register
![Page 57: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/57.jpg)
Why is Patch doing this?
• AOL’s dial-up dead
• Need new revenue
• Local media downsizing
• 50% of local budgets on sideline
• Local media protecting legacy biz
![Page 58: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/58.jpg)
Will Patch Succeed ?
• Who knows – Doesn’t matter
• Patch is more proof…
– Local dollars up for grabs
![Page 59: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/59.jpg)
Deadly Mistakeonly focus on….
• traffic
• community
• banner ads
• journalism skils
![Page 60: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/60.jpg)
tactic of diverting attention away from item of significance
![Page 61: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/61.jpg)
Sweet.Newspaper is falling
right into our trap
![Page 62: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/62.jpg)
Deadly MistakeAs we bad mouth
• 50 mil investment
• Mc cookie cutter sites
• Working conditions
• Corporate approach
![Page 63: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/63.jpg)
Patch Grows• Efficiencies of scale
• Walmart effect
• Infra-structure
• Additional revenue ops
![Page 64: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/64.jpg)
Patch Grows• Aquisitions
• AOL content & ad net
• Monetizable reach
• Monetizable data
![Page 65: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/65.jpg)
Patch Marketing Staff… Freshest Breath in Town
![Page 66: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/66.jpg)
Recruitment
![Page 67: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/67.jpg)
POACH
![Page 68: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/68.jpg)
• Newspaper• TV• Cable• Yellow Pages• NAA• Bloggers
POACH
![Page 69: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/69.jpg)
Patch University
![Page 70: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/70.jpg)
![Page 71: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/71.jpg)
Patch Office Space
![Page 72: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/72.jpg)
Editor of Canon-McMillan Patch, with Mayor Rhome
Pittsburgh Business Times
![Page 73: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/73.jpg)
Mayor Flips SwitchHopkins, Minnesota Patch Site
#500
![Page 74: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/74.jpg)
![Page 75: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/75.jpg)
FREE Holiday ParkingCourtesy of Ardmore PATCH
![Page 76: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/76.jpg)
![Page 77: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/77.jpg)
o Local Editor; $40ko MacBook Pro, camera, smart phone, police scanner
o $500 freelancer budget per month
o Regional Publisher; $80k
o Regional Editor; $80ko Oversee group of 12 Patch sites
401K matchPerformance bonusMedical & Dental
EditorialPay & Positions
![Page 78: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/78.jpg)
o Ad Manager; $60k baseo 5k signing bonus
o 90k at plan
o Cell, laptop, wireless card
o Budget
SALESPay & Positions
401K matchPerformance bonusMedical & Dental
![Page 79: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/79.jpg)
Patch Sales
Inventory
![Page 80: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/80.jpg)
o Flat fee for SOV (share of voice)
o Free Classifieds
o Small fee $20 auto & jobs
o Directory up-sells
o Fee to post coupons
o Newsletter Ads
o Video Profiles $800
Current Ad Offers
![Page 81: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/81.jpg)
![Page 82: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/82.jpg)
![Page 83: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/83.jpg)
![Page 84: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/84.jpg)
![Page 85: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/85.jpg)
![Page 86: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/86.jpg)
Huffington PostThe great roll up begins
similar to isps, cable, radio, newspaper
• Profitable• Pageviews & uniques• Management success• Leverage rules of web 2.0• Technology implementation • Social, viral , commenting
![Page 87: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/87.jpg)
provides boost to aggregation /
automation portion of business
![Page 88: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/88.jpg)
Warren Webster about Outside.in acquisition:
“We really believe in the model we have right now, pairing local journalism w/ tech and efficiency of scale.
Outside.in : outstanding technology to scale even faster.
[They have] tools for journalism to make us more robust; a fantastic group of engineers, product people, and business people.
![Page 89: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/89.jpg)
![Page 90: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/90.jpg)
![Page 91: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/91.jpg)
otherLOCAL
competitors
![Page 92: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/92.jpg)
![Page 93: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/93.jpg)
![Page 94: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/94.jpg)
Outsourcing
![Page 95: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/95.jpg)
![Page 96: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/96.jpg)
![Page 97: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/97.jpg)
![Page 98: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/98.jpg)
Yellow Pages
![Page 99: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/99.jpg)
Cable
![Page 100: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/100.jpg)
Google Places
![Page 101: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/101.jpg)
![Page 102: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/102.jpg)
![Page 103: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/103.jpg)
• Over 45 US markets
• Feet on street
• Search Engine Marketing
• Display / Banner
• Video
• Multiple digital solutions
![Page 104: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/104.jpg)
NewspapersDIGITAL SERVICE
Divisions
![Page 105: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/105.jpg)
![Page 106: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/106.jpg)
TRIBUNEDIGITAL SERVICES
![Page 107: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/107.jpg)
Online Radio
![Page 108: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/108.jpg)
o 60 million users
o About half of all Internet listening
o Avg 13 hrs of listening
o $50 mil revenue.
o 45 of top 50 national advertisers
o Growing sales force
o San Fran, NYC, LA, Chicago, Detroit, Dallas, Atlanta
Pandora
![Page 109: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/109.jpg)
Targeting of local ads
on NATIONAL SITES
o Geo-targeting
o By format
o Audio, Video, Display
o Mobile
Pandora
![Page 110: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/110.jpg)
![Page 111: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/111.jpg)
![Page 112: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/112.jpg)
112
LOCAL ad
on national site
![Page 113: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/113.jpg)
![Page 114: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/114.jpg)
Digital Outdoor
• Geo target• Day part• Production
![Page 115: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/115.jpg)
Hyper-local sites
& Web Sales
for Local TV
![Page 116: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/116.jpg)
o No upfront costs
o Call center pitch local business
o Use TV’s call letters
o Rev share approx 60% to DataSphere
![Page 117: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/117.jpg)
Don’t help them
Don’t run their ads
Post tease & link back to site
Post tease & link back to site
![Page 118: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/118.jpg)
EmployeesDec 2009: 124
Dec 2010: 3,100
75% of Deal Market
Users2008: 400 k
2009: 1.5 mil
2010: 40 mil
Average User Single
Female 18-34
Income: 70k+
![Page 119: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/119.jpg)
HARVESTING your audience
![Page 120: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/120.jpg)
> Partner
> Run Groupon Ads
& Newspaper
NO
![Page 121: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/121.jpg)
![Page 122: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/122.jpg)
Deals
![Page 123: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/123.jpg)
![Page 124: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/124.jpg)
![Page 125: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/125.jpg)
Take your foot off the brake
![Page 126: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/126.jpg)
think about it…
newspapers are careful about who gets a front page ad
in their print product
( hand-selected business pays premium )
but… they don’t follow the same smart rules about ad placements
in their online product
![Page 127: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/127.jpg)
not smart
![Page 128: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/128.jpg)
DUMB National Ad Networks( at local level )
REMOVEfrom home-page & section fronts
Consider day-parting
![Page 129: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/129.jpg)
danger of ad networks
Ad unit designed to
look like editorial
![Page 130: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/130.jpg)
DUMB National Ad Networks
![Page 131: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/131.jpg)
![Page 132: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/132.jpg)
![Page 133: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/133.jpg)
1.Found money
2.No upfront costs
1.3rd party reps inventory
2.Inventory glut lowers pricing power
3.Local business gets on site…cheap
4.Commoditize your inventory
Good:
Bad:
National Ad Networks3rd Party Ads, Remnant, Google Ad Sense
![Page 134: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/134.jpg)
National Ad Networks
REMOVEhome-page & section fronts
• Day-part• Secondary sections• Below fold• Non-prime positions
![Page 135: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/135.jpg)
> No Super-Premium Ads
> The only local ad is pushed outside of content area
> Low CPM ad networks sucking up home page of this otherwise strong news-site.
How GREAT sites lose money
![Page 136: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/136.jpg)
danger of ad networks
Ad unit designed to
look like editorial
![Page 137: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/137.jpg)
TV Promoin prime position
Marketing Promoin prime position
TV Promoin prime position
Low CPM3rd Party Ad net
Great TV Stationlosing web dollars
on HOME PAGE
Sales/Marketing Promo
Sales/Marketing Promo
Would TV run nothing but non-paid promos & remnant ads in 11p newscast?
No.
Then why do it online..on this PREMIUM page?
Sales/Marketing Promo
3 home-page units ! devoted to DEALS
![Page 138: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/138.jpg)
simplify
![Page 139: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/139.jpg)
NEWS LOGO
NEWS LOGO
REDUCE Clutter !
NEWS LOGO
NEWS LOGO
![Page 140: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/140.jpg)
Huh?
• cpm
• pageviews
• uniques
• click-thru rate
• odd pricing
• pixels
• impressions
Huh?
![Page 141: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/141.jpg)
overcoming COMMONobjections
![Page 142: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/142.jpg)
Overcoming Common Objections
Not Interested
Groupon
Newspaper
Doesn’t
Work
Already have Site
Cable No BudgetDon’t See
My Ad
Tried it. Did not Work
![Page 143: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/143.jpg)
OLD SCHOOLweb sales DEAD
Website
Seller
![Page 144: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/144.jpg)
NEVER
Call your site….THE INTERNET
Some prefer to read our paper:
• at work on computer
• on their iPhone
Better:
![Page 145: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/145.jpg)
NEVER SAY
Wanna buy a banner ?
25% of our readers love
our Online Newspaper…
You need to be there too
Better:
![Page 146: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/146.jpg)
Not interested in Web
![Page 147: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/147.jpg)
Newspaper is Enough
• Great start !
• Readers are online too
• Need your ad there
![Page 148: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/148.jpg)
things to sayto client
![Page 149: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/149.jpg)
totally understand
many of my clients felt same way
![Page 150: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/150.jpg)
your customers still use
newspaper
![Page 151: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/151.jpg)
but…
![Page 152: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/152.jpg)
your customersare spending
more time online
![Page 153: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/153.jpg)
Let me help you reach them
online
![Page 154: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/154.jpg)
Internet Prime TimeMon-Fri 9a-5p
At Work Day-Part
![Page 155: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/155.jpg)
Website: xx,000 Unique / readers
Mobile: x,000 Apps, alerts
Social: x,000 Facebook, Twitter
Email: xx,000 Opt-insYouTube: xx,000 Subscribers
Total Readership
Newspaper: xxx,000Online: xx,000 Total Reach: xxx,000
Total Online
![Page 156: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/156.jpg)
SIMPLEMedia Kit
• Online• Print• Email (PDF)
![Page 157: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/157.jpg)
________% of Philly (ages 18-54) are online
________% of (18-54) that use online for entertainment
________% of (18-54) that use online for local info
PW.com delivers:
______ Page-views per month
______ Unique readers on computer or mobile
PW.com - AT WORK DAYPART
PW.com features:
• High profile display ads
• Custom Sponsorships
• Audio & video ads
• Contests & Promotions
• Database & lead capture
• Social Media & Mobile
Reach Philly….in Print & Online
____ Email Subscribers
____ Facebook Fans
____ Twitter Subscribers
DEMO ONLY
![Page 158: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/158.jpg)
![Page 159: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/159.jpg)
PW.com - AT WORK DAYPART
Reach Philly….in Print & Online
DEMO ONLY
•Testimonials•Quick case study•Logos of current online advertisers•Local advertisers looking great on site
![Page 160: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/160.jpg)
How Local Biz Decidesto buy your site
• Reads your newspaper
• Pageviews, CPM, Price
• Design
• Awards
• Twitter & Facebook & Video
![Page 161: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/161.jpg)
Ad Mixdo they see
local business& competitors?
![Page 162: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/162.jpg)
![Page 164: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/164.jpg)
![Page 165: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/165.jpg)
![Page 166: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/166.jpg)
Premium Ads• Skins & site take-overs• Pre-rolls• Large format display
![Page 167: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/167.jpg)
![Page 168: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/168.jpg)
easiest ad unit to sell
Sliding Billboard
smart practice
![Page 169: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/169.jpg)
![Page 170: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/170.jpg)
![Page 171: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/171.jpg)
![Page 172: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/172.jpg)
Home Page Premium
Unit
![Page 173: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/173.jpg)
![Page 174: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/174.jpg)
Already Using
• Banners• SEO• Facebook• Website
![Page 175: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/175.jpg)
& ONLINE
online promotion
* download coupon * join contest * watch video
capture:
* email* twitter* facebook fan
build database
* friend list* twitter * subscribers
targeted email
* tweets* facebook* messages
Integrated Campaign
![Page 176: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/176.jpg)
Don’t See My Ads
![Page 177: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/177.jpg)
• Day-part (9a-3p)
• Pick a day (wed)
• Pick a section (sports)
Target Impressions
![Page 178: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/178.jpg)
Newspaper Stinks
• I understand your feelings
• Show online solutions
• Use Print to support Web
• Up-sell to print
• Show benefits of combo
![Page 179: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/179.jpg)
Using Google / SEO
• Great start
• Reaches ACTIVE buyers
• You need PASSIVES too
– Those NOT buying now
![Page 180: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/180.jpg)
To advertise your business
Would you only use Yellow Pages?
![Page 181: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/181.jpg)
![Page 182: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/182.jpg)
![Page 183: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/183.jpg)
![Page 184: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/184.jpg)
Too Expensive
![Page 185: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/185.jpg)
Smart Practiceweekly instead of monthly rates
$ 400. per month sounds
expensive
soundsreasonable $ 95. per week
![Page 186: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/186.jpg)
‘Your cpm is too high’
Avoid This Nonsense….instead….sell flat fee to local/directs
Interactive Media Queen
![Page 187: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/187.jpg)
It’s NotWorking
![Page 188: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/188.jpg)
ManageClient
Expectations
![Page 189: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/189.jpg)
How will client track success?
![Page 190: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/190.jpg)
• Increase sales• Store traffic• Brand awareness• Message awareness• Click thru rate• Download coupon• Subscribe email• Facebook / Twitter
HowWillClient Track Success
![Page 191: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/191.jpg)
Manage Expectations
Brand Awareness
- Boston Pizza Logo
Message Awareness
- Boston Pizza; 3 locations. Now in Braintree
Direct Response
- Accountable performance
- Show (redeem) text message for free topping
3 Campaign Objectives
![Page 192: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/192.jpg)
Top Reasonsfor
CANCELLATION
![Page 193: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/193.jpg)
BADBanner Design
Creatives
![Page 194: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/194.jpg)
Click here for…• Gift Cards• Menus• NYE Reservations
Well designed…• Branding• Message Awareness• Direct Response
![Page 195: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/195.jpg)
Design Banner as if….• Speed by at 70mph
• 2 seconds of attention
![Page 196: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/196.jpg)
![Page 197: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/197.jpg)
![Page 198: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/198.jpg)
![Page 199: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/199.jpg)
Banner Design• KISS
• No Web Address
• Clear graphics / messaging
• Understood in 2 seconds
![Page 200: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/200.jpg)
• What is Goal ?BrandingMessage awarenessDirect response
• Call to Action ?
Banner Design
![Page 201: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/201.jpg)
![Page 202: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/202.jpg)
Client Vanity
![Page 203: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/203.jpg)
• What is Goal ?BrandingMessage awarenessDirect response
• Call to Action ?
Banner Design
![Page 204: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/204.jpg)
Banner Design good or bad ?
![Page 205: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/205.jpg)
if we don’t offer digital…
someone else will
![Page 206: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/206.jpg)
SELL Current Print Clients
His clients would buy Web if….• offered consistently
• offered with passion
• offered as a ‘great idea’ (not just banner ads)
Print Sales SuperstarWins Sales ContestsHits Budget w/o Web
![Page 207: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/207.jpg)
Use Classified Call Center to set appointments
• Cold calling is weak
• Keep sellers on street
• Use classified dept
• Consider outsourcing to call center
![Page 208: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/208.jpg)
Web 101 for Local Business
Seminars
![Page 209: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/209.jpg)
![Page 210: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/210.jpg)
![Page 211: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/211.jpg)
![Page 212: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/212.jpg)
• Designate premium HOME PAGE unit
• Sell 24 hour exclusive
• Limit inventory…7 only…Pick a day
• Pricing
• Flat Fee
• Raise rate as you sell out
• 12 week commitment
Starter Web Sales Plan
![Page 213: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/213.jpg)
Overhaul
Compensation
• Revenue & New Business • Per rep & manager• Per month
• Commission• 25% or more for new biz• 10% or below for transactional
![Page 214: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/214.jpg)
Overhaul
Compensation
> Grow % of clients using web
> Bonus & PENALTY
• Don’t hit web ? Lose PRINT bonus
• Don’t hit web….all the time?
> Lose acct or job
![Page 215: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/215.jpg)
Compensation
DO NOT bonus based on:
• Page views
• Unique users
![Page 216: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/216.jpg)
instead…
bonus & compensateon revenue & profit
![Page 217: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/217.jpg)
Breaking News
Ad-supported
Promotions
Market to Advertisers
• Rte 9 is closed
• Lady Gaga tix on sale Friday
• Red Sox beat Yankees 99-0
• Deal of Day
• Coupon download
• Win Trip
• Stand by rate now avail
• Home page unit now avail
• Spring special 50% off
Multiple Uses
![Page 218: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/218.jpg)
local business using twitter & facebook
![Page 219: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/219.jpg)
food truck sends tweets
inform customers where they’ll be,
and at what time
![Page 220: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/220.jpg)
Hyper Local
![Page 221: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/221.jpg)
Blogger NetworkFarm System
for Newsroom
![Page 222: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/222.jpg)
Hyper-Local IncubatorRevenue, Sales, Tools & Support Services
3/11/2011 MelTaylorMedia.com [email protected] PH: 267-625-5313
The Revenue Engine, Platform & Systemfor Hyper-Local News, Independent Websites & Content Creators
UPDATED 3/11/2010
• Hyper Local Networks• Competing with Patch• Sustainable Models
![Page 223: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/223.jpg)
*for demonstration purposes only
Advertising & Content NetworkBlogs / Independent Journalists / Online Content Creators
Hyper-Local Incubator
3/14/2011 MelTaylorMedia.com
![Page 224: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/224.jpg)
Local Media Eco-SystemBusiness Models that Support Local Journalism
• Enable local commerce to subsidize local news• Proven revenue management systems (RMS)• Move from investor/foundation support, to self-support• Leverage efficiencies of outsourcing & open-source• Multiple online & offline revenue streams
Destination SiteAggregation, Curation, Editorial
Mobile, RSS, Email, Social
Commission, fees & rev-shareDisplay, search, lead capture
Events & promotionsSponsor supported and/or fees
Ad supported
Stringers, Syndication & Licensing
CMS & RMS Platforms
Local Ad Network
Traditional & Digital Marketing Services
Licensing fee, Rev share
Rev share, Agy com
Fees
Fees
Property of Mel Taylor Media. OCT. 1, 2010 www.MelTaylorMedia.com
Local Ad Network
Traditional & Digital Marketing Services
Agy com
Fees
Events & Training WorkshopsFees, sponsorshipslead aggregation
Self-serve, Outbound tele-sales
Creative• Marketing Agencies• Video, Indie-Producers• Designers & Developers
Outsource / FeesMarketing
• Promotions• Event, Contesting• Social
Outsource / Fees
RMS & CMS Platforms
Local Ad Network
Stringer & Syndication & Licensing
Sales, Marketing, Training, Tech & Business Support
Licensing fee and/or revenue share
Per Diem & fees
Revenue shareAgency commission
Co-op Efficiencies
Co-op ResourcesFor Independent Bloggers & Sites• Sales support, network & services• Content network & syndication• Tech & back-office support• Pre-vetted platforms & apps• Representation and investmentsTraditional & Public Media
Growing need to reduce costs, increase local coverage & revenue
Local Readership• What if Newspaper shuts down?
• Central hub for public affairs & local info
Content• Laid off journalists & photographers
• Traditional media news• Indie-sites & pro-am bloggers• Info & pubic domain data feeds• Community & citizen participation
Advertisers• National, Regional, Local
• Moving dollars online
News, Community, Services & Supportfor Local Media Markets
Rev share
Hyper-Local Incubator
![Page 225: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/225.jpg)
Revenue Friendly PLATFORMSoft Content & Services
Sustainable Journalism - Platforms & Systems3/14/2011 MelTaylorMedia.com
Ecommerce
Sponsored Features Advertorial
Offline Revenue, Events Digital Marketing Services
Web 101 Workshops
Ad & Content Networks Syndication
Journalism Support System
Soft Content & Services Subsidize Hard Content(Just like in Newspapers)
Hard News Watch Dog Community
Video, Social, Mobile Directory, Classifieds
Limited, Direct Advertiser Support
![Page 226: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/226.jpg)
![Page 227: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/227.jpg)
![Page 228: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/228.jpg)
![Page 229: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/229.jpg)
536,893 Unique Readers per month
![Page 230: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/230.jpg)
![Page 231: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/231.jpg)
News 10
Sacramento
![Page 232: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/232.jpg)
• All reps as super sellers
• Slowly grow web-only force
• 1 point of contact for client
• Offer many solutions
• Reach & power of all platforms
Integrated & SeparateSales Reps
![Page 233: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/233.jpg)
Tools For Traffic
SEO, Title Tags
Keyword rich
Syndication, RSS
Share / Social
Flickr, YouTube
Tapping These ?
![Page 234: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/234.jpg)
Online Videoshow me the money
![Page 235: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/235.jpg)
Remember all that video stuff you bought for the newsroom?
Take back half of it, and give it to the sales department.
online videothat pays
![Page 236: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/236.jpg)
4 Types of Video
• Story extender
• Story teller
• Gotta see it, to believe it
• Client promo / demo
![Page 237: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/237.jpg)
• Pre-Roll• Frequency cap
• :10, :15, or :30 based on length
• No video? Use static billboard
• Lower Third
Online VideoBest Practices for Revenue
![Page 238: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/238.jpg)
online
photo-mercials
![Page 239: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/239.jpg)
online photo-mercials
![Page 240: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/240.jpg)
Newspaper USP unique selling proposition
What can Newspaper offer…
that PATCH & OTHERS can’t ?
![Page 241: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/241.jpg)
Reduce Costsvia
> Open Source> Crowd Source> Revenue Share
• Vendor Deals
• Aggregation & RSS
• Local Indie-Journos
• CMS Platforms
• Local Ad Networks
• Sales-Based Video
• Management
Re-think EVERYTHING
![Page 242: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/242.jpg)
When content creators understand online business models…
they create more advertiser-friendly & profitable websites
Online Business 101for Editorial, Programming & Web Producers
The New Workshop from Mel Taylor Media
![Page 243: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/243.jpg)
Our ‘Web 101 for Small Business’ seminar was a huge success
• $140,000 in new revenue and signed 26 NEW advertisers
• Increased average revenue per account by 18%.
Mel is charismatic, well spoken and easily captures attention of the crowd. He takes the time to build a story
that can make the most difficult concepts seem easy.
Before the client seminar (where Mel trained our sales staff) he addressed the most common objections. Mel
helped give the sales staff more confidence, and made them fully prepared to sell.
At the client seminar, Mel engaged the audience, spoke in terms that made them comfortable, and made
professional reference to promote our Newspaper website, without losing credibility as a professional, outside
consultant.
Dan Sarko ; VP of Interactive; Tribune
mel taylor media testimonials
![Page 244: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/244.jpg)
We generated over $140k of new (quarterly) online business.
The seminar results far exceeded our expectations.
Mel’s presentation was also a very effective learning tool for our print sales staff, reinforcing our in-house web training.
One key to our success was Mel’s presentation style. He was able to build the advertisers’ web comfort by using non-tech, easy to understand methods & terminology.
John D’Orlando, VP Advertising; Orlando Sentinel
mel taylor media testimonials
![Page 245: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/245.jpg)
o Your knowledge and experience in what works, and what doesn't, to generate online revenues is sorely
needed in the Broadcast industry. Your recommendations are simple, practical, and can be executed
immediately. Feedback from attendees was as high as we've ever gotten.
John Potter VP Training; Radio Advertising Bureau
o As an event planner, I have the opportunity to place many different types of speakers on various industry
programs. Rarely do I encounter a speaker of the caliber of Mel Taylor. Not only is he extremely
knowledgeable in and well-prepared for his subject matter, he is also a very entertaining speaker and a
pleasure to work with. He is an asset to any program.
Marsha Stoltman; America East Newspaper Conference
o Mel, Thank you so much for helping Clear Channel Philadelphia take 100% share of the “Cirque Du Soleil”
Theatre buy. $60 thousand dollars for us! Your “integrated marketing approach” blew the client away. We
even took $10,000. of their print budget ! The client said they were VERY impressed with your presentation
and program, ….and they don’t impress easily !
Tara Kelly, Clear Channel Radio
o Mel Taylor has sold new media for newspapers, radio and television, and knows what it takes to get past low
CPM’s and remnant ads. We hired Mel Taylor Media at WTEN in Albany and saw immediate benefits. In
addition to innovative internet training and development for our sales team, Mel worked closely with the
news director and web developer. Our site now looks better and is more appealing to our advertisers as well
as our viewers. The best part: revenue is up. Mike Sechrist, WTEN TV, Albany, NY
mel taylor media testimonials
![Page 246: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/246.jpg)
Mel Taylor Mediasuccess story
Results: 90 day web-sales initiative
2008 2009 Increase
February $71,813 $134,847 88%
March $97,304 $160,756 66%
April $110,000 $164,475 49%
![Page 247: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/247.jpg)
Turning a Profitwith your news site
MelTaylorMedia.com
Twitter: @[email protected]
267-625-5313
Fort Worth, Texas March 10, 2011
![Page 248: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/248.jpg)
![Page 249: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/249.jpg)
![Page 250: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/250.jpg)
![Page 251: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/251.jpg)
![Page 252: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/252.jpg)
![Page 253: Turning a profit with your news site](https://reader034.vdocuments.net/reader034/viewer/2022052523/5556cce1d8b42ad94d8b5256/html5/thumbnails/253.jpg)